Daly College Business School, Residency Area, Daly College Campus Indore, (M.P.) - 452001, India.
Television has become an important economic socializing agent because of its massive presence in children's lives. Children are exposed to numerous advertisements from the very early age and are most likely to accept the ideas advertising promotes. The fact that they enjoy greater stake in family purchase decisions have made marketers concerned about them. Children participate not only in the routine purchase decisions and the products to be consumed by them but also for the products not intended to be used by them. The objective of this paper is to study the cognitive, affective and behavioural effects of television advertisements on children and the bearing gender and age of a child have on them. The study employs primary data collected through a structured questionnaire. It was carried out in Indore city of central India using a sample of 171 children. Boys and older children are more aware of the selling intent of television advertisements while girls and younger children find them entertaining. Television advertisements were found to be effective in creating a desire among children to own the advertised product. Celebrity endorsements are more effective among boys and young children. Younger children feel delighted while watching television advertisements and try to remember their jingles and dialogues.
